I FÒRUM CATALAN FOOD
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The meeting point for the Catalan agri-food sector
More than 350 agrifood companies and sector players took part in the 1st #CatalanFood Forum, a sector event organised by Prodeca, the Catalan food promotion agency, at Espai Bital in L'Hospitalet de Llobregat.
Under the title "From volume to value". The day's central theme was product positioning, and various experts offered keys to better understand today's and tomorrow's market, with particular emphasis on marketing, internationalisation and competitiveness.
Agrifood, driver of the Catalan economy
Prodeca i ACCIÓ presented at the 1st #CatalanFood Forum the previously unpublished report produced jointly by the two bodies on the sector and its internationalisation capacity. “Competitiveness and internationalisation of the Catalan agrifood sector” is an a snapshot of one of the country's most economically dynamic sectors.
Presented by Ramon Sentmartí, managing director of Prodeca, and Joan Romero, CEO of ACCIÓ, the study sizes the industry's weight within the Catalan economy as a whole.
A day to help sell with greater value
In the second content block, Kantar World Panel's food specialist, Joan Riera,, i the general manager of Mercabarna, Josep Tejedo, explained consumption trends in relation to the consumer and the distribution channels, with the aim of better understanding the 2020 consumer. Beatriu Soler, PhD and professor of marketing and sales at ESADE Business School, analysed cases of how companies differentiate themselves in the market and how any product can be differentiated; and Oriol Amat, professor of financial economics at UPF, focused his talk on what Catalonia's high-growth agrifood companies are like. The final speaker, brand identity expert Andy Stalman, devoted his talk to the importance of brand building, and the Minister of Agriculture, Livestock, Fisheries and Food, Teresa Jordà, closed the event by setting out her department's strategy for the agrifood sector.
Additional materials from the event
You can find the summary video of the event and the summary video of the talks by the participating specialists on this website. If you would like to consult the Mapping presented by Prodeca and ACCIÓ, you can do so at this link.